5 reasons why the new NikeLab is the coolest shop in Shoreditch

Freshly kitted out with locally-sourced and recycled materials, the re-opened NikeLab is (literally) the only place to see the company's new products. London's is one of six NikeLabs around the world and opened its doors to the public this month. Discreetly tucked away under the railway arches on Bateman Street, Shoreditch, it was formerly a 1948 Nike store and today launches the new Nike Free Mercurial Superfly HTM street boot. The stylish "stealth black" re-design of the classic modern football boot fuses sports science with style, but that's not the only reason to get on your running shoes and head down there at the earliest opportunity.

After all, it's the coolest sports shop in Shoreditch. Here's why:

The Free Mercurial Superfly HTM (obviously)

The pioneering new street boot is inspired by the Free Mercurial Superfly football boot worn by Cristiano Ronaldo. A collaborative design of a trio of Nike's most important designers, the lifestyle shoe not only looks great but also features ground-breaking technology for a better fit, heightened sensation and natural motion. Using the lightweight Flyknit material of its footballing counterpart, it features a sock-like fit and a high, integrated ankle cuff all of which help to give you the freedom you need to express yourself through movement. So go and grab the dynamic, street-friendly twin of one of the world's greatest football boots and get in the spirit for the World Cup!

The 'Marshmallow Laser Feast' Show

In keeping with the NikeLab's ethos of using local companies, the space has been installed with a laser show provided by London-based

'Marshmallow Laser Feast'. Running for the next four days, the cutting-edge laser show is bound to dazzle and astonish shoppers with its colourful, futuristic beams.

There's a range of limited edition products you can't get anywhere else

The shop features a curated collection of some of Nike's most inventive and stylish products that won't be around for long.

There's an imaginative range of street footwear, but what we're really excited about is the Real Bristol collection. The creative guys at Nike have invented an entire football club using bold colours and camouflage-like experimental patterns. NikeLab is also aiming to use the shop as an online shopping hub and to extend engagement with its consumers though increased social media interaction.

Almost everything is made from recycled materials

From the shelving made from recycled hard-drives, down to the rubber floor produced from NikeGrind reprocessed rubber, the NikeLab really pushes the concept of sustainable development to the next level. Nike has worked with long-term partner Arthur Huang - described as 'the Willy Wonka of rubbish' - to produce a functional, considered design which pushes the core principles of the NikeLab. It's also modular, allowing it the potential to be transformed in the future. The space almost acts as a museum showcasing the future capabilities of recycling.

You can join the Nike 'Run Dem Crew' for free

Keen to amalgamate with the diverse local community, the store will become the nucleus for its keen group of runners - and anyone's free to join. There's a seated garden area at the front of the store for you to recover from your runs, while bike racks and storage facilities mean that it's got all the resources you need.